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Tyson launches branded poultry products in Europe

Chicken on a slaughterline

TYSON FOODS has launched a range of poultry products into the European foodservice sector, under its own branding.

The US poultry giant bought BRF SA’s European business in 2019, saying at the time it intended to expand its offering in global markets.

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Part of the aquisition included a UK-based processing site, as well as a site in the Netherlands.

It will source the poultrymeat for the news ranges from Thailand, Brazil and the Netherlands and market them under its flagship Tyson branding.

The frozen products will have an average shelf-life of 18-months, the company said, and come in recyclable packaging.

Adapting

“The world is evolving quickly, and today’s customers are faced with obstacles and adapting quickly to changes,” said Brett Van de Bovenkamp, regional president for Tyson Foods Europe.

“We provide our customers with locally relevant solutions by leveraging insights, innovation, R&D capabilities and resources across markets.

“Our flexible supply chain allows us to support our customers and their growth by offering best in class service and supply contingency.

“The European Tyson products are sourced from our Tyson Foods businesses in the Netherlands, Thailand and our joint venture in Brazil.

“Tyson Foods is focused on understanding and responding to the preferences of consumers in the European market.”

Innovation

“With two innovation centres in Europe, we have access to talented in-country teams, who are helping us serve new customers, channels and geographies,” added Felipe Castillo, director of marketing and innovation for Tyson Foods Europe.

“Our goal is to address needs of customers utilizing a comprehensive portfolio of products, including Tyson products, while keeping sustainability top of mind.”